Research

Hispanic investors report feeling comfortable financially, while showing optimism about the economy and political direction of the country, according to a recent Wells Fargo nationwide survey. The positive sentiment is tempered, however, as more immediate financial concerns are interfering with Hispanic investors’ ability to manage debt and save for retirement.

Despite being far more tech-savvy than previous generations, Generation Y, the 80-million strong cohort of Americans between the ages of 18 and 35, has not forsaken shopping in stores for online purchasing – as long as retailers keep their offerings “fresh” and interesting, says a new report from the Urban Land Institute (ULI).

In 2012, Upscale Latinos accounted for 29 percent, or 15 million, of the U.S. Hispanic population – that figure is expected to double by 2050. Younger than Upscale Non-Hispanic Whites (33 years old compared to 39 years old), they are living active lifestyles, often with young families – in fact, 85 percent of Upscale Hispanics having a household size of three or more, compared to 65 percent of Upscale Non-Hispanics.

Has the pursuit of happiness left Americans unhappy? Maybe, according to the Harris Poll® Happiness index, which uses a series of questions to calculate Americans’ overall happiness. According to findings of a Harris Poll survey of 2,345 U.S. adults surveyed online between April 10 and 15, 2013 by Harris Interactive, only a third of Americans (33%) are very happy.

I just attended a panel discussion between Lorraine Cortes-Vazquez, SVP of Multicultural Markets at AARP, and Nancy Tellet, SVP at Viacom, Scott Willoth —S VP Methods & Analytics, Scarborough Research and moderated by Leo Olper, who sits on the AHAA board member and is a partner at d exposito & Partners, LLC.  The panel discussed key findings of a study recently conducted by AHAA, which bucks much of the conventional wisdom that is commonplace in Hispanic marketing.  For that reason, I was compelled to cover key highlights in this post.

Fútbol has long reigned as the king of sports among Hispanics, but recent research shows that many Latinos in the U.S. are warming to American football and the NFL. The 2012 NFL season attracted a record number of Hispanic viewers, and Super Bowl XLVII drew in nearly 10 million Latino viewer ages 12 and up. So how long will soccer keep its crown, or has the NFL already edged the beautiful game?

Gaming is a big part of life for many Millennials. But are there differences in the ways Hispanics and non-Hispanics make decisions about which gaming systems to buy? And once they have gaming devices, do they use them differently? To find out, Tr3s asked adult Millennials in both groups about their gaming-related habits as part of its 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty. By Insight Tr3s

A new study released by Placed, found that quick service restaurants account for the majority of the most-visited destinations in America with McDonald’s (#1), Subway (#2), Starbucks (#4), Burger King (#5), Wendy’s (#6) and Taco Bell (#9) securing spots within the top 10 business ranking in April 2013. Based on data from its recently launched Placed Insights service, Dining Out in America: The Quick Service Restaurant Landscape, provides one of the most comprehensive views into U.S. consumers’ relationship with fast food and fast casual restaurants including analysis of the top brands, demographic trends and competitor customer profiles.

Is there really ever anything that can positively impact business more than a relationship with an end consumer that buys your product? I doubt it. By Peter Filiaci / Univision Insights

Like all young people today, Hispanic adult Millennials have a reputation among older adults as being digital addicts. Boomers and Xers themselves tend toward extremes, and so they often perceive Millennials’ use of tech devices as excessive. But do young people see it that way? By Insight Tr3s

International migration is projected to surpass natural increase (births minus deaths) as the principal driver of U.S. population growth by the middle of this century, according to three new series of population projections released by the U.S. Census Bureau. This scenario would mark the first time that natural increase was not the leading cause of population increase since at least 1850, when the census began collecting information about residents’ country of birth. The shift in what drives U.S. population growth is projected to occur between 2027 and 2038, depending on the future level of international migration.

Recently Insight Tr3s took a closer look at Hispanic young adults still living with their parents. As Tr3s revealed in its 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty, 45% of Hispanics 18 to 34 reside with their parents – and when you look at bicultural Hispanics 18 to 29, that figure rises to nearly 60%. The Great Recession is the root cause of their extended stays at home. It’s tough to save enough money to move out, and even those with the means to leave have anxieties about “something happening” that loom large enough to keep them in their childhood bedrooms. As a result, they are sacrificing privacy for the comforts of familial closeness — and not making plans to leave anytime soon. By Insight Tr3s

Media viewing preferences are much like our individual penchants for food—they vary by region. Some of us love a good Philly Cheesesteak, while others might opt for a Maine lobster. The same is true for how we consume media, and subsequently how much we consume, according to Nielsen’s first Local Watch Report.

Mother’s Day is this Sunday, and for a second week we are taking a closer look at Hispanic Moms. As part of its 2012 research study, “Hispanic 18-34s Living the ‘Next Normal,” Tr3s talked to Latino families to find out more about what their lives are like. By Insight Tr3s

The universe of U.S. television homes is growing—and so is the TV audience. According to Nielsen’s 2014 Advance National TV Household Universe Estimate (UE), there are 115.6 million TV homes in the U.S., up 1.2% from the 2012-2013 estimate of 114.2 million. Nielsen estimates that 294 million persons age 2 and older live in these TV homes, an increase of 1.6% from last year.

I have been conducting ethnographic interviews with Hispanics in the last several months and have visited many homes and talked to many Latino women. I have looked at their bathrooms and bedrooms and have seen many of the products these families use for styling their hair. I got the impression they are very much into the hair style product category, but qualitative observations can only go so far in terms of making generalizations about the population. By By Felipe Korzenny, Ph.D.